At Fulton Grace, I led a year-long integrated marketing campaign to recruit and retain agents, with brand awareness as the secondary goal. Our audience was diverse: middle-aged top producers, a group that matches the typical REALTOR®; 65% are women, and the median age is 52. My team and I built the campaign around four pillars (Marketing, Education, Technology and People) and rolled it out in cycles every other month for a full year, so each pillar got its own spotlight.
Every cycle mixed formats: graphics, video, blogs, a podcast and an in-person event. The first month introduced new agent resources with a Starter Pack, Success Pack and Level-up Pack, plus a video series where agents talked about the Real Estate Institute and our built-in tech. Later months added “This or That” carousels and stories, a leadership series, and a poster of our best custom projects displayed in our Milwaukee office.
To remind agents what our marketing team could do for them, I also planned Puzzles & Pizza, an event attended by around 50 agents and staff. Each puzzle featured pieces from our marketing work, so people got hands-on with it while they ate, and we shared the day across our social channels.
I also developed Coffee, Contracts & Closings, a podcast for realtors. I designed the branding and logo, hosted every episode, oversaw editing and posting, and promoted the show on social media. Our first guest was Fulton Grace’s Executive Vice President, and the first season passed 700 downloads.
All designs were either created by Amethyst or developed under Amethyst's creative direction.